It tells you more than just who saw your post—it tells you who actually cared.
Unlike total engagement, which just counts likes, comments, and shares, the engagement rate gives you context. A post with 100 likes might look great—until you realize it was shown to 10,000 people. That’s a 1% engagement rate, which is… okay-ish.
There are two main ways to calculate it, depending on your goals:
1. Engagement Rate by Reach (ERR):
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Engagement Rate = (Total Engagements / Reach) × 100
Use this if you want to know how engaging your content is per viewer.
2. Engagement Rate by Followers:
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Engagement Rate = (Total Engagements / Followers) × 100
Use this to compare performance across posts or accounts, especially if reach varies a lot.
👉 Total Engagements = likes + comments + shares + saves + clicks + reactions (depending on platform)
So what’s considered a “good” engagement rate? It depends on the platform:
Platform
Average Engagement Rate (2025)
1.22% – 4.59%
TikTok
4.5% – 10.6%
0.07% – 0.25%
0.5% – 1.2%
X (Twitter)
0.03% – 0.09%
🔍 These are averages, not goals. If you're consistently above the platform average, you’re doing better than most brands.
Want more interaction and better performance? Here’s what works in 2025:
You can also experiment with user-generated content, memes, behind-the-scenes clips, or social proof to build trust and interaction.
Q: How do I calculate social media engagement rate? Use the formula: (Total Engagements ÷ Reach or Followers) × 100. The choice depends on what you’re analyzing—per post or per audience size.
Q: What’s a good average engagement rate on social media? It varies by platform. TikTok and Instagram generally have higher engagement (above 2–4%), while Facebook and X are often under 1%.
Q: How can I increase my engagement rate? Post engaging content, ask questions, use trending formats like Reels, respond to comments, and post when your audience is active.
Q: Why does engagement rate matter more than likes? Because it shows how your content performs relative to your audience or reach—not just raw numbers.
